A2Dominion Housing Research Study
The Challenge
A2Dominion produces an Annual Report to communicate performance, priorities and progress to its residents. However, the organisation wanted to better understand how this report was perceived by different customer groups.
The challenge was to move beyond internal assumptions and gain genuine resident feedback on the report’s content, structure, design and digital execution. A2Dominion needed insight into whether the report felt relevant, accessible and representative, and how effectively it communicated the organisation’s purpose and priorities to customers across different tenures.
Research Objectives
The research was designed to capture resident-led feedback to inform future development of the Annual Report. The key objectives were to:
- Understand residents’ overall impressions of the Annual Report
- Explore reactions to content, structure and visual design
- Assess clarity, relevance and accessibility across different customer groups
- Understand preferences around digital versus printed communication
- Identify opportunities to improve inclusivity, empathy and engagement
Together, these objectives aimed to ensure the report better reflected resident needs and expectations.
Research Approach
Given the exploratory nature of the project, Vision One implemented a qualitative research programme. The approach included:
- Two online focus groups
- One group comprising leasehold and shared ownership residents
- A second group comprising social and private renters
- Inclusion of male and female participants
- Recruitment across key A2Dominion regions, including Kent, Surrey and London
This approach ensured insight reflected the diversity of A2Dominion’s customer base.
Findings
The research provided rich, resident-led insight into what mattered most to A2Dominion customers. Participants highlighted how different elements of the report influenced understanding, trust and emotional response. The findings clarified which content resonated, which areas felt less relevant, and how tone and structure affected accessibility.
Importantly, residents emphasised the importance of empathy and inclusivity in communications, reinforcing the need for reporting that reflects lived experience as well as organisational performance.
Action & Recommendations
The insights directly informed A2Dominion’s approach to refining its Annual Report. Clear guidance was provided on preferred communication channels and the content elements residents most valued. This enabled A2Dominion to develop a more empathetic, inclusive and resident-focused report that better reflects customer priorities and strengthens engagement.
